2
Objectives Introduce social marketing concepts Review steps in developing a social marketing plan Apply social marketing concepts Have fun

3
Agenda What is social marketing? Steps in social marketing plan Lunch (12:15) Applying the concepts Wrap-up/Evaluation (3:30)

4
What is social marketing? “Sounds like you’re running a dating service……” Dept. of Health employee

5
What is social marketing? Use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behaviour for the benefit of individuals, groups, or society as a whole. Kotler et al., 2002

6
Framework Multidisciplinary and complementary strategies are required to change behaviour Research based (audience-centered) Long-term Monitoring and evaluation

18
Step 6 – Evaluation Plan Based on goals and objectives What will be measured –Process (assessment of campaign elements and execution) –Outcome (impact) How it will be measured When will it be measured How results will be reported

20
Elements of successful campaigns (Kotler et al., 2002) Use what has been done before Start with target group most ready for action Promote single, doable behaviour (clear, simple terms) Promote a service to support the behaviour Address perceived benefits and costs Make access easy

22
Change Objectives Think of your organisation, identify an issue you are trying to resolve/change. –Develop a campaign purpose Translate success over the next three years: –Key audiences (internal, external, partners) –Concrete behaviours, actions, decisions that each would adopt

23
Change Objectives F. Lagarde, 2004 Target AudienceWhat you want them to do

24
Audience Analysis & Segmentation Choose most important audience Analyse those who have adopted the behaviour and those who have not –Demographic data –Needs, benefits –Barriers –Influencers –Media habits –Membership –Segmentation

25
Implications (Product, Price, Place, Promotion) New or improved offering (behaviour, product, service) to make it more attractive (benefits) and easy (barriers) Ways of making it less costly or time consuming Ways to reduce barriers and improve access Messages, channels, messengers F. Lagarde, 2004

26
References Kotler, P., Roberto, N, Lee, N Social Marketing: Improving the Quality of Life. Thousand Oaks,CA:Sage Productions Inc. Social Marketing National Excellence Collaborative. The Manager’s Guide to Social Marketing. Lagarde, F Worksheets to Introduce Some Basic Concepts of Social Marketing Practices. Social Marketing Quarterly, 10(1).